Faulds Advertising has unveiled a pounds 10 million marketing
campaign for the motoring publication Auto Trader.
The campaign encompasses TV, radio, direct marketing, point of sale and
PR. It is the first television work that the agency has done for the
client since winning the account ten months ago.
The TV work comprises four humorous spots which focus on people’s
relationship with their cars.
One ad, ’lads internet’, opens on a man in an office oggling at
something on the internet. After signalling to his colleagues to come
over, they crowd round his desk until a woman emerges from the scrum,
declaring ’you lot are sad’. It becomes clear they have been lusting
after a car.
Another shows a car with steamed-up windows rocking by the side of a
lake. It then emerges that the only person in the car is the owner
giving it a vigorous clean.
The TV ads will be supported by a radio campaign featuring Simon Bates
and his trademark ’Our Tune’.
Matt Thompson, the group marketing director of Auto Trader, said: ’There
is a need to build on our heritage and build an emotional bond - the
campaign we have developed will do this.’
The ads were written by Chris Muir and art directed by Tom Richards.
Media planning and buying is through Media Faulds.